Branding Creating & Managing a Powerful Corporate Brand £9.99 eBook CPD Training & Certificate

Corporate branding is the vehicle that propels your product or service into your customer’s lives, and into their hearts.

A good brand is much more than an attractive image combined with some witty type. Your brand must reflect the heart and soul of your product and offer a promise that you can live up to.

This course will get you started on the road to creating a perfect brand.

Bulk Purchasing Account (ELBA)

Learning Outcomes

• Define what a brand is (particularly a strong brand) and what branding is about
• Define various types of brand architecture and brand extension
• Identify your brand’s products, the features of those products, and their values
• Write a mission, vision, and style statement for a brand
• Describe the basics of positioning a brand
• Understand the basics of creating a visual identity, including a brand name, slogan, and logo
• Help your employees live the brand by empowering them to be ambassadors and creating strong brand touchpoints
• Effectively plan an internal and external brand launch
• Monitor and evaluate your brand, and understand how to respond to the results

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The coursework is available to the learner to go over and to revise countless of times before finally taking the exam.  Also, should the first results are not satisfactorily, you can retake the exam.

You are no longer restricted to set hours and having to rebook another course when the exam results are not as good as you can achieve.

• Online courses run 24/7
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• The course can be revised again countless times till the learner is ready
• Exams can be retaken when the results can be improved
• Certificate will be issued as soon as the exam was completed in the learner’s name
• Your results kept safe on our system for further use by the learner
• Courses are 100% guaranteed CPD Accredited by The CPD Accreditation Group

Branding: Creating and Managing Your Corporate Brand

Every business wants to be the customer’s first choice. Building and managing a brand can play a significant part in making that happen.

The concept of a brand extends far beyond just your company logo to your business’ core values and to every interaction you have with customers and suppliers. In effect, your brand creates and maintains your reputation and so reflects your customers’ experience of your organisation.

Customers and employees can build up emotional attachments to certain brands, allowing for strong loyalties and even a sense of ownership. This can help maintain employee motivation and increase your sales but it can also cause problems if you don’t consult these stakeholders as your business grows.

Your brand is what you are selling to your customers, not just a product or service for which there may already be many existing providers. A strong brand can make any business stand out from the crowd, particularly in competitive markets.

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation. How corporate brands and other brands interact is known as corporate brand architecture.

Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, brand extensions (see study Fetscherin and Usunier, 2012). It, therefore, can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity and may conceal different products’ unique characteristics.